MCG Shop

The MCG Shop operates within one of Australia’s busiest sporting venues, where retail demand can shift dramatically around the opening gates, breaks in play and the final siren. Greater Group worked with Delaware North to create a merchandise store shaped around these concentrated periods of customer activity.

The experience needed to make a broad merchandise offer easy to navigate while supporting the volume and pace of stadium trading. Visibility, circulation, product access and transaction points became fundamental to the planning, creating a store that could perform during peak periods and remain intuitive throughout the event day.

Greater Group planned the store around the way supporters move, browse and buy. Clear sightlines establish product categories across the space, with accessible merchandising and strong visual hierarchy helping customers identify what they want quickly. The layout creates direct paths through the store and supports efficient movement towards transaction points during periods of high demand.

Fixtures and merchandising were developed as part of the wider operational system, providing flexibility for changing teams, codes, events and product ranges across the MCG calendar. The result brings the energy of sporting merchandise into a retail environment designed specifically for the rhythm of the venue.

The MCG Shop creates a clear and highly functional retail experience within the stadium, giving supporters an accessible destination for merchandise while providing Delaware North with an environment equipped for the intensity of event-day trading.

The project received Silver for Interior Design – Retail at the 2024 Melbourne Design Awards and was subsequently shortlisted in the 2025 Australian Design Awards and 2025 World Design Awards, recognising the integration of customer experience, retail design and operational performance within one of Australia’s most iconic sporting venues.